دور نهج Gemba Kaizen في تعزيز التسويق المستدام: دراسة تحليلية في الشركة العامة للصناعات الكهربائية والإلكترونية في بغداد

Abstract EN

Our current research presented the descriptive approach to review the implications of the theoretical framework and quantitative analysis to test the research hypotheses and interpret the results of the relationship between the research variables.

In Baghdad as an applied field for our research, as the questionnaire was distributed by (204) respondents from the administrative levels of the company and using the statistical program SPSSV.26, and a set of conclusions were reached, the most important of which is the existence of a correlation relationship and a moral effect for the variable Gemba Kaizen in the variable sustainable marketing, and the proposals came to show the need to follow The researched company approached Gemba Kaizen based on its basic dimensions to promote a marketing practice that contributes to the company's participation in the direction of sustainable development